Pricing Power: Measures, Trends and Influences on Firm ValueMar 4, 2019 Yang Pan, Thomas S. Gruca, and Lopo Rego, 2019, 19-112-03
This study identifies two new value-relevant metrics for managers: the ability to charge prices above marginal cost and the ability to raise prices without losing business.
Competitive Advertising on Brand SearchFeb 27, 2019 Andrey Simonov, Columbia Business School
Andrey Simonov will discuss research that examines the effectiveness of competitive advertising on brand search using a large-scale randomized ad allocation on Bing.
Best of MSI - Leading Mass DisruptionJan 24, 2019
Stan Joosten, Innovation Manager, Global eBusiness, The Procter & Gamble Company
Mass marketing is being disrupted, and P&G’s objective is to lead that disruption. In this session Stan will provide a glimpse of the reinvention taking place at the world’s largest marketer.
Market Positioning Using Cross-Reward Effects in a Coalition Loyalty ProgramJan 9, 2019 Valeria Stourm, Eric T. Bradlow, and Peter S. Fader, 2019, 19-101-01
This study uses a unique dataset from a coalition loyalty program to assess how shared points across partner stores influence customer purchases.
Competitive Advertising on Brand SearchNov 16, 2018 Andrey Simonov, Columbia Business School
Should a company bid on competitors' keywords in search engine advertising? Findings show that competitors can steal up to 20% of the focal brand's traffic, however, the “stolen” clicks are of low quality, with 42.6% of consumer returning to Bing in less than 30 seconds after clicking competitors’ ad (“quick back” event).
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